His mother, Susan is the author of several books including the Simply Scrumptious Desserts book. They tell stories of how every time the Wright brothers went out, they would have to take five sets of parts, because that's how many times they would crash before they came in for supper. As we dove into Part 3 of the book, we finished chapters 6 and 7. They just get it. People don't buy what you do; they buy why you do it, and what you do simply serves as the proof of what you believe. There's nothing that distinguishes them structurally from any of their competitors. When we communicate from the inside out, we're talking directly to the part of the brain that controls behavior, and then we allow people to rationalize it with the tangible things we say and do. Simon Sinek: Dell came out with MP3 players and PDAs, and they make great quality products, and they can make perfectly well-designed products, and nobody bought one. In fact, talking about it now, we can't even imagine buying an MP3 player from Dell. A few hundred miles away in Dayton, Ohio, Orville, and Wilbur Wright … They had none of what we consider to be the recipe for success. Nowhere else is there a better example of this than with the Wright brothers. We say how we're different or how we're better, and we expect some sort of behavior – a purchase, a vote, something like that. By the way, they didn't do it because the technology was so great; they did it for themselves, because they wanted to be first. They're just like everyone else. Simon Sinek is a British/American author, motivational speaker, trained ethnographer, and marketing consultant. There is no dispute. Do business with us." You're ready to buy a computer from me. They were extremely well-funded. He is best known for ‘the golden circle’ and to ‘Start With Why’, popularizing its concept. Starting with “why” unlocks the inspiration option. The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. They paid for their dream with the proceeds from their bicycle shop. "Why is it that Martin Luther King led the civil rights movement?" Simon Oliver Sinek (born October 9, 1973) is a British-American author and inspirational speaker. Let me define the terms really quickly. How do you explain when things don't go as we assume? What if they had said, "If you're the kind of person who likes to have total control over every aspect of your life, boy, do we have a product for you. Totally different, right? If Apple were like everyone else, a marketing message from them might sound like this. They showed up for themselves. Click here for 30 free transcription minutes!! He hired the best minds money could find and the market conditions were fantastic. People who believed what he believed took his cause, and they made it their own, and they told people. Sinek suggests that the law of diffusion of innovation tells us that you have to have between 15 and 18% of a population to accept an idea before you hit the tipping point. A few years ago. First a few observations about my experience […] They had no money. The number one benefit of information technology is that it empowers people to do what they want to do. By the way, he gave the 'I Have a Dream' speech, not the 'I Have a Plan' speech. One machine can do the work of fifty ordinary men. So if you cannot get past the first wave of innovators and early adopters, then you will never get to the tipping point. Because, you see, the early majority will not try something until someone else has tried it first. Simon Sinek: It's probably the world's simplest idea. In fact, I don't even think it's traded above $6, except for a couple of little spikes. Everybody was trying it. Accurately transcribe your audio and video files with Sonix. What's your cause? The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. The people who believed in the Wright brothers' dream worked with them with blood, and sweat, and tears. We just happen to make great computers. The cynical majority said, "We don't believe you. Our limbic brains are responsible for all of our feelings, like trust and loyalty. He’s a hugely popular motivational speaker, an unshakable optimist who believes in a brighter future and our ability to build it together. BrainyQuote has been providing inspirational quotes since 2001 to our worldwide community. But TiVo’s a commercial failure. Visit http://TED.com to get our entire library of TED Talks, transcripts, translations, personalized talk recommendations and more. Because the part of the brain that controls decision making doesn't control language. Simon Sinek: It's this here, this little gap that you have to close; as Geoffrey Moore calls it, crossing the chasm. 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